The core of the website design for Sydney Diamond Traders is to use the brand visual system to convey the brand philosophy, while further distinguishing existing products from competitors. This would boost online sales via better user experience and feelings.

Nexty works to build up the unique brand connotation of Sydney Diamond Traders, establishing a comprehensive brand image that strengthens throughout brand behaviour. The website adopts the same visual style with the brand identity, the light blue is used as the brand colour, combined with the diamond elements to keep the visual consistency. It breaks the traditional diamond trade website design that only focuses on the specific detail of the price and weight. Instead, the website gives each diamond an individual story, using each moment in the love process to resonate with customers.